As Fidelity Investments found out, silos and the Web are hardly chocolate and peanut butter when it comes to how well they go together for users.

Steven Scullen, president and CEO of Fidelity's personal and workplace investing technology unit, says the firm learned the hard way that its siloed internal operations diminished users online experience. Because each business line and each channel was a completely separate operation, a customer with five Fidelity products, for example thought they had just one relationship, but Fidelity thought they had five.

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